Fewer than half of shoppers (43%) typically buy the brands they want most, down 20% from 2008, according to comScore (calculations by Research Alert). Purchasing behavior differs by product category; consumers are most likely to buy their preferred brands when shopping for toothpaste or shampoo, and least likely to do so when shopping for household paper products.
The Internet is the top resource for price comparison among consumers under age 60, although those 60 and older rely most on newspapers.
If asked to choose among having brands reduce the quality of ingredients by 10%, reduce the quantity per package by 10%, or increase the price by 10%, shoppers would choose to have the package size decreased. Just over half of consumers (54%) say they will occasionally change their brand choice if the company downsizes the package, while 32% say they won’t change, and 14% say they usually or always will. Consumers are most tolerant of price hikes in jeans and small appliances.
Source: “The Effects of the Recession on Brand Loyalty and ‘Buy Down’ Behavior: 2011 Update,” October 2011, comScore, Stephanie Flosi, Senior Marketing Communications Analyst, 233 S. Wacker Dr., #3400, Chicago, IL 60606; 312-777-8801; sflosi@comscore.com; www.comscore.com
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